Universal Analytics
Google Analytics 4
Universal Analytics
Overview
The differences in the reports are in which metrics are supported and what dimensions are possible to choose. Up to 8 dimensions can be selected per data source. During connect you are able to choose which type of Google Analytics tracking you are using (Ecommerce/Enhanced Ecommerce). Unsure which tracking you are using? Read more here.
Custom Channel Groupings
These are not supported in the Google Analytics API an are therefore not available in Funnel. Use the "Default channel grouping" dimension or create the rules with custom dimensions in Funnel instead.
Segments
Using segments is a good way to filter your data. You can use multiple segments in one data source, read more about how to setup segments in Funnel here.
Data Source Attributes
Regardless of which report is selected we fetch these data source attributes which might be useful in your reporting.
Property Name
View ID
Samples read interval
Account ID
Property ID
View Name
Website URL
View Type
Standard
The standard report offers what we consider to be standard dimensions which are paired with standard metrics. In this report you can also opt in to get custom dimensions, custom metrics, metrics for goals, as well as some additional metrics for Ecommerce.
Dimensions
Ad Content
Ad Distribution Network
Ad Format
Age
Browser
Browser Version
City
City ID
Client ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Destination URL
Device Category
Display URL
Experiment ID
Experiment ID with Variant
Experiment Name
GA Campaign
GA Campaign Code
GA Medium
GA Source
Gender
Google Ads: Ad Group ID
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Google Ads: Ad Group
Google Ads: Ad Slot
Hostname
Hour
Internal Promotion Creative
Internal Promotion ID
Internal Promotion Name
Internal Promotion Position
Keyword
Keyword Match Type
Landing Page
Landing Page Group 1
Landing Page Group 2
Landing Page Group 3
Landing Page Group 4
Landing Page Group 5
Landing screen
Language
Latitude
Longitude
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Page
Previous Page Path
Page Group 1
Page Group 2
Page Group 3
Page Group 4
Page Group 5
Page Title
Query Match Type
Referral Path
Region
Screen Resolution
Search Query
Search Term
Social Network
Source / Medium
Targeting Type
User Type
Variant
Metrics
Bounces
Clicks
Cost
Entrances
Exits
Goal completions
Goal value
Hits
Impressions
Internal Promotion Clicks
Internal Promotion CTR
Internal Promotion Views
New users
Pageviews
Product Adds To Cart
Product Checkouts
Product Detail Views
Product List Clicks
Product List Views
Product Refund Amount
Product Refunds
Product Removes From Cart
Product Revenue
Quantity
Quantity Added To Cart
Quantity Checked Out
Quantity Refunded
Quantity Removed From Cart
Refund Amount
Session Duration
Sessions
Shipping
Tax
Time On Page
Total Unique Searches
Transaction Revenue
Transactions
Unique Pageviews
Unique Purchases
Product Performance
The Product Performance report offers dimensions and metrics which work together with Product dimensions and ecommerce metrics.
Dimensions
Ad Content
Ad Distribution Network
Ad Format
Browser
Campaign
City
City ID
Client ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Destination URL
Device Category
Display URL
GA Campaign
GA Medium
GA Source
Google Ads: Ad Group ID
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Google Ads: Ad Group
Google Ads: Ad Slot
Hostname
Hour
Keyword
Keyword Match Type
Landing Page
Language
Latitude
Longitude
Medium
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Page
Placement Domain
Placement Type
Placement URL
Previous Page Path
Product
Product Brand
Product Category
Product Category (Enhanced Ecommerce)
Product Coupon Code
Product List Name
Product List Position
Product SKU
Product Variant
Region
Query Match Type
Screen Resolution
Search Query
Social Network
Source
Source / Medium
Targeting Type
Transaction ID
User Type
Metrics
Product Adds To Cart
Product Checkouts
Product Detail Views
Product List Clicks
Product List Views
Product Refund Amount
Product Refunds
Product Removes From Cart
Product Revenue
Quantity
Quantity Added To Cart
Quantity Checked Out
Quantity Refunded
Quantity Removed From Cart
Unique Purchases
Sales Performance
The Sales Performance report offers dimensions and metrics which you can display in the Google Analytics UI for the Ecommerce Sales Performance report.
Dimensions
Ad Content
Ad Distribution Network
Ad Format
Affiliation
Browser
City
City ID
Client ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Destination URL
Device Category
Display URL
GA Campaign
GA Medium
GA Source
Google Ads: Ad Group ID
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Google Ads: Ad Group
Google Ads: Ad Slot
Hostname
Hour
Keyword
Keyword Match Type
Landing Page
Landing Page Group XX
Language
Latitude
Longitude
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Order Coupon Code
Page
Page Group XX
Placement Domain
Placement Type
Placement URL
Previous Page Path
Query Match Type
Region
Screen Resolution
Search Query
Social Network
Source / Medium
Targeting Type
Transaction ID
User Type
Metrics
Refund Amount
Shipping
Tax
Transaction Revenue
Transactions
Quantity
Events
Report with custom events for content interactions.
Dimensions
Ad Content
Ad Distribution Network
Ad Format
Browser
Campaign
City
City ID
Client ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Destination URL
Device Category
Display URL
Event Action
Event Category
Event Label
GA Campaign
GA Medium
GA Source
Google Ads: Ad Group
Google Ads: Ad Group ID
Google Ads: Ad Slot
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Hostname
Hour
Keyword
Keyword Match Type
Landing Page
Language
Latitude
Longitude
Medium
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Page
Page Group XX
Page Title
Placement Domain
Placement Type
Placement URL
Previous Page Path
Query Match Type
Region
Screen Resolution
Search Query
Social Network
Source
Source / Medium
Targeting Type
Transaction ID
User Type
Metrics
Bounces
Hits
Event Value
Pageviews
Session Duration
Sessions
Time on Page
Total Events
Unique Events
Multi-Channel Funnels
This report describes the users' conversion paths.
Dimensions
Ad Content
Ad Distribution Network
Campaign
Conversion Goal Number
Conversion Type
Default Channel Grouping
Destination URL
Display URL
GA Campaign
GA Medium
GA Source
Google Ads: Ad Group ID
Google Ads: Campaign
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Google Ads: Ad Group
Google Ads: Ad Slot
Keyword
Keyword Match Type
Medium
Placement Domain
Placement Type
Placement URL
Search Query
Source
Source / Medium
Targeting Type
Transaction ID
Metrics
Assisted Conversion Value – Non-aggregatable (1 Day)
Assisted Conversions – Non-aggregatable (1 Day)
First Click Conversion Value
First Click Conversions
Last Click Or Direct Conversion Value
Last Click Or Direct Conversions
Site Speed
Report with user interaction statistics.
Dimensions
Ad Content
Ad Distribution Network
Ad Format
Browser
Campaign
City
City ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Destination URL
Device Category
Display URL
GA Campaign
GA Medium
GA Source
Google Ads: Ad Group
Google Ads: Ad Group ID
Google Ads: Ad slot
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Hostname
Hour
Keyword
Keyword Match Type
Landing Page
Landing Page Group XX
Language
Latitude
Longitude
Medium
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Page
Page group XX
Previous Page Path
Page Title
Placement Domain
Placement Type
Placement URL
Query Match Type
Region
Screen Resolution
Search Query
Source
Social Network
Source / Medium
Targeting Type
Transaction ID
Metrics
DOM Latency Metrics Sample
Document Content Loaded Time
Document Interactive Time
Domain Lookup Time
Page Download Time
Page Load Sample
Page Load Time
Redirection Time
Server Connection Time
Server Response Time
Speed Metrics Sample
Interests
The interest report is a non-aggregatable report which offers two main dimensions In-Market Segment and Affinity Category (Reach).
You need to choose the time window which you want each data point to represent in Funnel. You can choose 1 day, 7 day, 14 day, 30 day and Calendar Month time window. Choosing a 7 day time window would mean that on each given date in Funnel 7 days of data is represented on that date.
Dimensions
Ad Content
Affinity Category (reach)
Browser
City
City ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Device Category
GA Campaign
GA Medium
GA Source
Hostname
Hour
In-Market Segment
Keyword
Landing Page
Metro
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Page
Page Title
Region
Social Network
Source / Medium
Metrics
Bounces – Non-aggregatable
Hits – Non-aggregatable
New users – Non-aggregatable
Pageviews – Non-aggregatable
Quantity – Non-aggregatable
Session duration – Non-aggregatable
Sessions – Non-aggregatable
Shipping – Non-aggregatable
Tax – Non-aggregatable
Time On Page – Non-aggregatable
Transaction Revenue – Non-aggregatable
Transactions – Non-aggregatable
Unique Purchases – Non-aggregatable
Users – Non-aggregatable
Users
The User report is a non-aggregatable report which offers the Users metric with different dimensions.
You need to choose the time window which you want each data point to represent in Funnel. You can choose 1 day, 7 day, 14 day, 30 day and Calendar Month time window. Choosing a 7 day time window would mean that on each given date in Funnel 7 days of data is represented on that date.
Dimensions
Ad Content
Ad Distribution Network
Ad Format
Age
Browser
Campaign
CM Ad (GA Model)
CM Ad ID (GA Model)
CM Ad Type (GA Model)
CM Ad Type ID (GA Model)
CM Advertiser (GA Model)
CM Advertiser ID (GA Model)
CM Campaign (GA Model)
CM Campaign ID (GA Model)
CM Creative (GA Model)
CM Creative ID (GA Model)
CM Creative Type (GA Model)
CM Creative Type ID (GA Model)
CM Creative Version (GA Model)
CM Floodlight Configuration ID (GA Model)
CM Placement (GA Model)
CM Placement ID (GA Model)
CM Rendering ID (GA Model)
CM Site (GA Model)
CM Site ID (GA Model)
City
City ID
Country
Country ISO Code
Data Source
Default Channel Grouping
Destination URL
Device Category
Display URL
Event Action
Event Category
Event Label
GA Campaign
GA Medium
GA Source
Gender
Google Ads: Ad Group ID
Google Ads: Campaign ID
Google Ads: Creative ID
Google Ads: Criteria ID
Google Ads: Customer ID
Google Ads: Ad Group
Google Ads: Ad Slot
Hostname
Hour
Keyword
Keyword Match Type
Landing Page
Landing Page Group XX
Language
Latitude
Longitude
Medium
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Page
Page Group XX
Page Title
Placement Type
Placement URL
Previous Page Path
Query Match Type
Region
Screen Resolution
Search Query
Social Network
Source
Source / Medium
Targeting Type
Transaction ID
User Type
Metrics
Users – Non-aggregatable
CM & DV360 & SA360 (GA 360 report)
You need to be a Analytics 360 customer with a linked Campaign Manager, Display & Video 360 (Bid manager) or Search Ads 360 account to use this report.
CM vs GA attribution models
The Campaign Manager (CM) attribution model will attribute all data to Campaign Manager if it was included anywhere in the user path, as a click or impression for the lookback set in CM. GA attribution is the default Last Non-Direct Click attribution.
Dimensions
Ad Content
Browser
CM Ad
CM Ad (GA Model)
CM Ad ID (CM Model)
CM Ad ID (GA Model)
CM Ad Type (CM Model)
CM Ad Type (GA Model)
CM Ad Type ID
CM Ad Type ID (CM Model)
CM Advertiser (CM Model)
CM Advertiser (GA Model)
CM Advertiser ID (CM Model)
CM Advertiser ID (GA Model)
CM Attribution Type (CM Model)
CM Campaign (CM Model)
CM Campaign (GA Model)
CM Campaign ID (CM Model)
CM Campaign ID (GA Model)
CM Creative (CM Model)
CM Creative (GA Model)
CM Creative ID (CM Model)
CM Creative ID (GA Model)
CM Creative Type (CM Model)
CM Creative Type (GA Model)
CM Creative Type ID (CM Model)
CM Creative Type ID (GA Model)
CM Creative Version (CM Model)
CM Creative Version (GA Model)
CM Floodlight Configuration ID (CM Model)
CM Floodlight Configuration ID (GA Model)
CM Placement (CM Model)
CM Placement (GA Model)
CM Placement ID (CM Model)
CM Placement ID (GA Model)
CM Rendering ID (CM Model)
CM Rendering ID (GA Model)
CM Site (CM Model)
CM Site (GA Model)
CM Site ID (CM Model)
CM Site ID (GA Model)
City
City ID
Country
Country ISO Code
DV360 Advertiser (CM Model)
DV360 Advertiser (GA Model)
DV360 Advertiser ID (CM Model)
DV360 Advertiser ID (GA Model)
DV360 Creative ID (CM Model)
DV360 Creative ID (GA Model)
DV360 Exchange (CM Model)
DV360 Exchange (GA Model)
DV360 Exchange ID (CM Model)
DV360 Exchange ID (GA Model)
DV360 Insertion Order (CM Model)
DV360 Insertion Order (GA Model)
DV360 Insertion Order ID (CM Model)
DV360 Insertion Order ID (GA Model)
DV360 Line Item (CM Model)
DV360 Line Item ID (CM Model)
DV360 Line Item ID (GA Model)
DV360 Line Item NAME (GA Model)
DV360 Site (CM Model)
DV360 Site (GA Model)
DV360 Site ID (CM Model)
DV360 Site ID (GA Model)
Data Source
Default Channel Grouping
Device Category
GA Campaign
GA Medium
GA Source
Hostname
Hour
Keyword
Landing Page
Latitude
Longitude
Metro
Minute
Mobile Device Branding
Mobile Device Info
Mobile Device Marketing Name
Mobile Device Model
Operating System
Operating System Version
Region
SA360 Ad Group
SA360 Ad Group ID
SA360 Advertiser
SA360 Advertiser ID
SA360 Agency
SA360 Agency ID
SA360 Campaign
SA360 Campaign ID
SA360 Engine Account
SA360 Engine Account ID
SA360 Keyword
SA360 Keyword ID
Social Network
Source / Medium
Transaction ID
Metrics
Bounces
DV360 Cost
DV360 Clicks
DV360 Impressions
Entrances
Exits
Goal Completions
Goal Value
Hits
New Users
Pageviews
Product Adds To Cart
Product Checkouts
Product Detail Views
Product List Clicks
Product List Views
Product Refund Amount
Product Refunds
Product Removes From Cart
Product Revenue
Quantity
Quantity Added To Cart
Quantity Checked Out
Quantity Refunded
Quantity Removed From Cart
Refund Amount
SA360 Clicks
SA360 Cost
SA360 Impressions
Session Duration
Sessions
Shipping
Tax
Time On Page
Transaction revenue
Transactions
Unique Pageviews
Unique Purchases
Google Analytics 4
All generally selectable dimensions and metrics are listed below. If your property has additional custom dimensions and metrics they will be available to select as well.
Up to 8 dimensions can be selected per data source.
Dimensions
Achievement ID
Ad format
Ad source
Ad unit
Age
App version
Audience ID
Audience name
Browser
Campaign
Campaign ID
Character
City
City ID
Content group
Content ID
Content type
Country
Country ID
Currency
Default channel grouping
Device
Device brand
Device category
Device model
Event campaign creative ID
Event name
File extension
File name
First session date
First user campaign
First user campaign ID
First user creative ID
First user Google Ads ad group ID
First user Google Ads ad group name
First user Google Ads ad network type
First user Google Ads creative ID
First user Google Ads keyword text
First user Google Ads query
First user medium
First user source
First user source / medium
First user traffic origin
First user Google Ads campaign type
First user default channel grouping
First user manual ad content
First user manual term
First user source platform
Full page URL
Gender
Google Ads account name
Google Ads ad group ID
Google Ads ad group name
Google Ads ad network type
Google Ads keyword text
Google Ads query
Google Ads campaign type
Group ID
Hostname
Hour
Interests
Is conversion event
Item brand
Item category
Item category 2
Item category 3
Item category 4
Item category 5
Item ID
Item list ID
Item list name
Item name
Item promotion creative name
Item promotion ID
Item promotion name
Landing page
Language
Language code
Link ID
Link URL
Link classes
Link domain
Link text
Manual ad content
Manual term
Medium
Method
Mobile model
New / returning
Os version
Operating system
Operating system with version
Order coupon
Outbound
Page path
Page path + query string
Page path and screen class
Page title
Page title and screen class
Page title and screen name
Page location
Page path and screen class
Page referrer
Percent scrolled
Platform
Platform / device category
Region
Screen resolution
Search term
Session campaign
Session campaign ID
Session default channel grouping
Session Google Ads account name
Session Google Ads ad group ID
Session Google Ads ad group name
Session Google Ads ad network type
Session Google Ads campaign query
Session Google Ads creative ID
Session Google Ads keyword text
Session Google Ads campaign type
Session medium
Session source
Session source / medium
Session traffic origin
Session manual ad content
Session manual term
Session source platform
Signed in with user ID
Source
Source / medium
Source platform
Stream ID
Stream name
Traffic origin
Transaction ID
Video URL
Video provider
Video title
Visible
Metrics
Derived metrics will be automatically imported if the fields that they depend on have been selected on the data source.
Ad unit exposure
Add-to-carts
Average purchase revenue (derived from Purchase revenue and Ecommerce purchases)
Checkouts
Conversions
Ecommerce purchases
Engaged sessions
Engagement rate (derived from Engaged sessions and Sessions)
Event count
Event value
First time purchasers
First-time purchasers per new user (derived from First time purchasers and New users)
Item list clicks
Item list views
Item promotion clicks
Item promotion views
Item purchase quantity
Item revenue
Item views
Item list click through rate (derived from Item list clicks and Item list views)
Item promotion click through rate (derived from Item promotion clicks and Item promotion views)
New users
Publisher ad clicks
Publisher ad impressions
Purchase revenue
Sessions
Total ad revenue
Total purchasers
Total revenue
Transactions
Transactions per purchaser (derived from Total purchasers and Transactions)
User engagement
Views
Views per session (derived from Views and Sessions)